In this study we examined the important work of the graphic artist Alceu Penna (1915-1980) through the analysis of articles, illustrations and texts created by him for the fashion section of the magazine O Cruzeiro between 1939-1947, as well as his probable collaboration in the development of costumes for Carmen Miranda. We note how he demonstrated concern for the "creation" of a Brazilian style in fashion by presenting the latest international fashion news, often in a critical manner, and sketching costumes for the Carnaval, creating, thus, a "Brazilian visuality" based on the ideas proposed by the New State. We consider yet how his experience in looking at Brazil from the United States and his reviews of the images of "Brazil" proposed by Hollywood are relevant in this process.